Majority of online video will be watched on mobile devices by 2016

Mobile devices will become the main platform for watching online video by next year, according to a report by ZenithOptimedia.

Mobile devices will become the main platform for watching online video by next year, according to a report by ZenithOptimedia.

52.7 per cent of the total time spent watching videos online will be on mobile devices such as smartphones and tablets, the report found.

According to ZenithOptimedia, the mobile trend is driving an overall increase in online video consumption, with people predicted to spend an average of 23.3 per cent more time watching online videos this year than they did in 2014.

The number of people who regularly watch traditional, linear TV will peak this year, and will start to decline for the first time in 2016, the report added.

ZenithOptimedia’s research also found that online video is the fastest growing category of internet advertising, and that total expenditure on the medium will soon account for an eighth of total ad spend, reaching $16.1bn by the end of this year.

“Brands are finding online video a particularly effective way to reach these valuable audiences [young, affluent viewers], not just with advertising, but also with branded content; content that can inform or entertain consumers in a deeper and richer way than is possible with short, interruptive ads,” said Mark Waugh, global managing director of Newcast, ZenithOptimedia’s branded content division.

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